Considering the customer’s user journey, the digital ‘My Ride, My Rules!’ campaign allowed people to brand a Nissan Micra with their own design online. A bespoke website was created to allow participants to customise their own Nissan Micra, share it to social media, and stand a chance to win their customised version of the car. The campaign aimed to increase word of mouth, resulting in positive brand hype for the new Nissan Micra.
The campaign hosted a variety of activities across the country at popular holiday spots in Johannesburg, Durban, Bloemfontein, Plettenberg Bay, and Cape Town. These activations saw a host of diversely-styled Micras on display at various locations.
RESULTS
The campaign resulted in a large amount of website traffic, shares to social media, and a spike in social media growth for the Nissan SA brand. As a result of the campaign’s success, Nissan Micras were also sold out nationwide.
AWARDS
At the New Generation Awards 2013, the campaign won:
• Gold for Best Online Competition
• Silver for Strategy of the Year
• Gold for Best Online Competition
• Silver for Strategy of the Year
ELEMENTS
Amanda created the website landing pages (for computer, tablet, and Facebook tab), as well as various social media posts and digital banners throughout the campaign.
Aside from being a part of the team that created this campaign to launch the Nissan Micra in South Africa, Amanda has also worked on various other car campaigns. With Artifact, these include such campaigns as the launch of the Nissan Leaf and second-generation Qashqai into the market, as well as the Datsun reentry into the market with their Datsun Go model.
